Gen Z: Connection over consumption

"Every January, we're bombarded with resolutions rooted in consumption-buy this, try that, subscribe to something new. For Gen Z, this consumer-first vision of the New Year feels outdated and hollow. Instead, Gen Z is turning to peers for a community-driven "soft start" to the year ahead. Popularized on TikTok, January resets offer a modern alternative to the outdated idea of resolutions. This shift from consumer-driven goals to community-supported resets is especially visible in how Gen Z is approaching health and wellness in 2026."

"Earlier in 2025, millions of young people took to social media to publicly document their quit journeys using #QuitNic. The content didn't resemble traditional wellness influencer culture. It wasn't polished or aspirational. It was candid and raw, discussing withdrawal, setbacks, cravings, and the emotional work of quitting. The transparency resonated. Comment sections became support networks. More and more young people posted their own progress. Quitting nicotine became a shared, communal wellness act-not a private health struggle."

"Truth Initiative data shows that 67% of nicotine users ages 18-24 plan to quit in 2026, with 60% planning to quit within the next year. Their primary reason: to improve mental and physical health. The trouble is that quitting has never been more urgent or more complex. Today's nicotine market has been deliberately engineered for dependence. Nicotine products are larger, cheaper, and more potent than ever before."

Gen Z favors community-driven 'soft starts' popularized on TikTok over consumer-focused New Year resolutions. Millions used #QuitNic to publicly document candid, unpolished quit journeys that addressed withdrawal, setbacks, cravings, and emotional labor. Comment sections served as support networks, turning quitting into a shared communal wellness act. Truth Initiative data indicates 67% of nicotine users ages 18–24 plan to quit in 2026, with 60% aiming to quit within a year primarily to improve mental and physical health. The nicotine market has become more potent and dependence-engineered, increasing the urgency and complexity of quitting.

Read at Fast Company